1. Mass Communication & Media Literacy

2. Organisation of the unit Syllabus Assessment Online study http://clivemcgoun.net/

3. We swim in an ocean of mass communication, exposed almost 50% of our waking hours to media messages. So immersed are we in these messages that we often are unmindful of their existence, let alone their influences. Mass media are the vehicles through which messages are disseminated to mass audiences. The term is also used for industries built on mass media.

5. Concurrent Media Usage

6. Inescapable Symbiosis

7. Hierarchy of Media Literacy

9. Exposure

11. Concurrent media usage The annual Communications Market Report says the average person spends about 15 hours 45 minutes every day awake. Of this time, it says, the average person spends seven hours and five minutes "engaging in media and communications activities". However, it found that most people are able to cram in even more by multi-tasking. For example, the report found that adults aged between 16 and 24 appeared to consume the least, spending just six hours and 35 minutes a day on the phone, laptop, radio or television.

13. What are your patterns and habits in using media communication?

15. Inescapable symbiosis Symbiosis (a mutually advantageous situation) Personal dependence Information Entertainment Persuasion (‘the market place of ideas’) Media dependence

16. Why do people need media today? What is the role of persuasion in today’s society?

17. A hierarchy of media literacyAwareness Message Form Message vs. Messenger Motivation Awareness Media Limitations Traditions Media Myths

18. Media Literacy Consume + Produce = Produsage